The Conran Shop

Homing in on design lovers with a cross-channel campaign

The luxury furniture and home decor retailer embraced Pinterest in a big way to build their brand amongst younger consumers, achieving a monthly reach of 1.2 million, with Millennials making up 53%.1

12%
increase in monthly viewers
11%
increase in monthly engagement rate
Their goal

Furnishing homes for Millennials

The Conran Shop is a leading luxury retailer of furniture and home accessories from iconic and up-and-coming designers from around the world. Founded by Terence Conran in 1974, their business has grown from a single retail shop selling furniture and home accessories to a brand that offers architecture, interior and product design. Shops are located in London, Paris and Japan.

With a 50 year heritage, The Conran Shop is well established among older audiences. They wanted to work with Pinterest to ensure they continue to appeal to new generations of design-conscious consumers. The Conran Shop wanted to increase brand awareness amongst Millennials and boost sales, both online and in-store.

Rachel Morris, Head of E-commerce
The Conran Shop
“By establishing a presence on Pinterest and incorporating that into our online and offline shops, we’ve been able to introduce our brand to a new generation in creative, memorable ways. We’re confident that Pinterest is helping us reach younger audiences and make a lasting impression as they design for their homes.”
Their solution

Blurring the lines between online and off

Pinterest’s visual platform suited The Conran Shop’s design aesthetic and goal of showcasing their collections.

To kick things off, The Conran Shop worked with Pinterest to develop a thoughtful organic strategy. They created 300 Pins that aligned with Pinterest’s creative best practices, and 15 boards to highlight specific products and designers. For example, one board focused on their exclusive model of the Ring Chair designed by Nanna and Jørgen Ditzel.

To fill out their boards and show a wide range of products, The Conran Shop used their product feed to dynamically create over 20,000 Product Rich Pins from their online catalog.

Ahead of the London Design Festival in September 2018 The Conran Shop went all in. They created a multi-channel promotion to publicize the event, dubbed LDF18: The Conran Shop x Pinterest. The campaign encouraged people to visit the Conran Shop locations, and encouraged in-store shoppers to make the Pinterest app part of their experience.

In their flagship store at Michelin House in London’s Chelsea neighborhood, The Conran Shop took the shopping experience to new levels. They created a window installation in the store, complete with physical replicas of their Pinterest boards including 1600 life-size Pins.

They also made liberal use of printed Pincodes, which take you to specific Pins or boards. The Conran Shop used Pincodes throughout the window installation. The Pincodes provided access to exclusive inspiration boards about iconic products. Throughout the store, a custom API experience let people save their favorite products with a simple tap on their phones.

Their results

Reaching 1.2 million people per month

The Conran Shop have been extremely happy with their Pinterest performance. They’ve also increased foot traffic with a few different metrics, including mentions on social media, Pinterest saves, launch party attendance and more.

On Pinterest alone, their total audience reach has grown to 1.2 million people2—and 54% of them are Millennials. Their monthly viewers have grown 12%, and monthly engaged audience has grown 11%.3

Advertiser tips
  • Think of creative ways that work within your budget like putting Pincodes on branded paper to incorporate Pinterest into a larger, 360-degree campaign to reach your target audience at scale online and offline.
  • Invest in your organic Pinterest strategies in order to build an even stronger brand presence.
  • Follow the creative best practices! They really do help performance of both organic and Promoted Pins.

 

1-2Pinterest advertiser data, 2018

3comScore, US, Oct 2018